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Continued

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Serendipity. Two step flow of communication. People chose contemporaries and they interpreted the media messages and then in turn influenced them. Outcome: ... – PowerPoint PPT presentation

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Title: Continued


1
Chapter 3
  • Continued

2
Peoples Choice
  • 1940 Presidential Election
  • FDR vs Wendell Wilkie
  • Lazarsfeld, Berelson, Gaudet
  • Erie County, Ohio
  • 3,000 interviewed/5 groups of 600
  • 1 randomly selected MAIN panel
  • Other were control panels

3
Peoples Choice
  • MAIN panel interviewed numerous times
  • CONTROL panels only once
  • RESULTS
  • Using category memberships, voting intentions and
    actual voting behavior were predictable
  • Media part of a web of influences others were
    personal characteristics, social category,
    families, friends, other associates

4
Peoples Choice
  • MAIN panel interviewed numerous times
  • CONTROL panels only once
  • RESULTS
  • Using category memberships, voting intentions and
    actual voting behavior were predictable
  • Media part of a web of influences others were
    personal characteristics, social category,
    families, friends, other associates

5
Peoples Choice
  • Major conclusion media has selective and
    limited influence
  • Serendipity
  • Two step flow of communication
  • People chose contemporaries and they interpreted
    the media messages and then in turn influenced
    them
  • Outcome Limited Influence Theory

6
Limited Influence Theory
  • The media do not have powerful effects, but only
    minimal influences that are modified by other
    factors (such as individual differences, social
    categories, and social relationships) that
    significantly limit those influences

7
Studies of Childrens TV Viewing (way too many)
  • Led to Uses and Gratifications theory
  • Many hours a day and rising
  • Used for fantasy original studies said no truly
    dramatic problems from this
  • Profile for more use 1)poor 2)grades 6-8 3)less
    intelligent
  • Second Surgeon General report revealed link
    between viewing violence and aggression

8
Uses and Gratifications Theory
  • The audience was found to be active and not
    passive in selecting media content for personal
    uses and gratifications.
  • Choices are made on the basis of individual
    needs, interests, values based on all aspects of
    socialization.
  • Socialization will predispose the person to
    select certain media they will use for diversion
    or entertainment or problem solving.

9
The Bottom Line
  • We progressed from Magic Bullet to Selected and
    Limited Influence to Uses and Gratifications.
  • All of this led to The mass media are quite
    limited in their influences in people who select
    and attend to any particular message.
  • If this happened with movies and TV, imagine the
    future of the Internet studies!
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